MUSCAT -- Philips, a global leader in healthcare, lighting and consumer lifestyle products, will bring together of the best of its former Consumer Electronics (CE) and Domestic Appliances & Personal Care (DAP) divisions with the sole purpose of creating a market-driven consumer lifestyle 'powerhouse' focused on growth and value creation. "We will do this by addressing the Lifestyle needs of consumers in the Middle East and Africa through truly differentiated value propositions," said Jaap Merkus, Senior Director and Sub-Cluster Leader, Middle East & Africa, Philips Consumer Lifestyle.
The Philips Consumer Lifestyle sector is devoted to addressing the wellbeing needs of consumers through a rich portfolio of products and covering home and portable entertainment, beauty and personal care, food and beverage preparation, childcare, along with display solutions for consumer-facing professional customers. These are products, such as Aurea, Arcitec, the Cineos SoundBar, healthy juicers and Philips-Swarovski Active Crystals -- all based on meaningful innovations and validated consumer insights.
"The Consumer Lifestyle sector formally launched on January 1, 2008 is not a simple marriage of two divisions -- CE or DAP. This is an enormous task. If this had been an external acquisition, it would have been the largest deal Philips ever carried out," Merkus adds. Another important aspect has been getting a more accurate picture of what's going on in the markets. It's about finding out what's going on at grassroots level, and about giving the distributor organisations the opportunity to tell Philips what it should be doing to help them more.
"Philips Consumer Lifestyle is committed to Oman and to improving the quality of people's lives in Oman through the timely introduction of innovative and relevant solutions in health and wellbeing. I think we should all be proud of the of the progress we have made with Mustafa Sultan Electronics, the speed at which we are operating in Oman, and the exciting opportunities we have created by launching a new sector," concluded Merkus.
Mustafa Sultan Electronics is the sole distributor of Philips in Oman for the past over three decades 30 years. MSE-Electronics has three showrooms in the capital, in addition to one in Salalah. The Philips range is distributed countrywide through a network of hypermarkets and dealers, as well as through MSE-Electronics showrooms.
By Staff Reporter
© Oman Daily Observer 2008
